Designing for Business Impact: A Transformation Journey at Uber by Joann Wu, Vice President, Global Head of Design, Uber | UXDX USA

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Designing for Business Impact: A Transformation Journey at Uber

Continuous Design

UXDX USA 2025

Slides

In this talk, Joann Wu, VP Global Head of Product Design, will share insights from her transformative journey at Uber, where design plays a critical role in driving business impact. She will discuss how her team shifted from a siloed design function to one deeply integrated with business goals, emphasizing the importance of aligning design with strategy to create user-centered products that drive business results. This session will dive into the three levels of transformation—designing for business, elevating product quality, and fostering a customer-centric culture.
Key learnings:

Empowering the design function to truly understand designing for business
Shifting the company’s focus from metrics to a more user experience-focused approach
Real-world applications of a customer-obsessed culture at Uber

Joann Wu, Vice President, Global Head of Design,Uber

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